CHAPTER 4: W6 CONSUMER LEARNING Flashcards

1
Q

is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.

A

Consumer learning

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2
Q

elements of learning (4)

A
  1. motivation
  2. cues
  3. response
  4. reinforcement
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3
Q

______________ is the reason for people’s actions, willingness and
goals.

A

motivation

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4
Q

___________A REMINDER OR STIMULI TO DO SOMETHING.

A

CUES

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5
Q

___________ IS A REACTION TO A
QUESTION, EXPERIENCE, OR
SOME OTHER TYPE OF STIMULUS.

A

RESPONSE

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6
Q

____________________
* TERM USED IN OPERANT
CONDITIONING TO REFER TO
ANYTHING THAT INCREASES
THE LIKELIHOOD THAT A
RESPONSE WILL OCCUR.

A

REINFORECEMENT

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7
Q

2 theories on how Individuals learn

A
  1. BEHAVIORAL THEORY
  2. COGNITIVE THEORY
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8
Q

___________________ that only focuses on objectively observable behaviors that occur as the result of exposure to stimuli.

A

BEHAVIORAL THEORY

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9
Q

_____________ is a broad theory that explains thinking and differing mental processes and often in response to problem-solving.

A

COGNITIVE THEORY

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10
Q

_______________________________

A model of how people learn from their experience, much of
our behavioral responses being conditioned by events from

our background and early experience.

A

BEHAVIORAL LEARNING THEORIES

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11
Q

BEHAVIORAL LEARNING THEORIES (3)

A
  1. CLASSICAL CONDITIONING
  2. INSTRUMENTAL CONDITIONING
  3. OBSERVATIONAL CONDITIONING
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12
Q

(also known as Pavlovian
conditioning) two stimuli are linked
together to produce a new learned
response in a person or animal.

A

Classical conditioning

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13
Q

(IS ANOTHER TERM FOR OPERANT
CONDITIONING, A LEARNING PROCESS FIRST DESCRIBED BY B. F. SKINNER.)

REINFORCEMENT OR PUNISHMENT ARE USED TO EITHER INCREASE OR DECREASE THE PROBABILITY THAT A BEHAVIOR WILL OCCUR AGAIN IN THE FUTURE.

A

INSTRUMENTAL CONDITIONING

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14
Q

_________________________
describes the process of learning through watching others, retaining the information, and then later replicating the behaviors that were observed.

A

OBSERVATIONAL CONDITIONING

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15
Q

what are the (5) components of observational learning?

A
  1. attention
  2. retention
  3. production process
  4. motivation
  5. observational learning
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16
Q

the consumer focuses on models behavior

17
Q

the consumers retain this behavior in memory.

18
Q

the consumer has the ability to perform the behavior.

A

production process

19
Q

a situation arises wherein the behavior is useful to the consumer

A

motivation

20
Q

the consumer acquires and performs the behavior earlier demonstrated by a model.

A

observational learning

21
Q

Market share and the number of brand-loyal consumers are the dual goals of consumer learning.

A

measures of consumer learning

22
Q

In measures of consumer learning:

Brand-loyal customers provide the basis for a stable and growing market share.

A

Brand-loyal customers

23
Q

In measures of consumer learning:

________ with _______ market shares have proportionately larger groups of loyal buyers.

A

Brands with larger

24
Q

In measures of consumer learning:

___________ focus their promotional budgets on trying to teach consumers that their
brands are best and that their products will best solve the consumers’ problems and satisfy their needs.

25
In measures of consumer learning: It is important for marketers to measure how effectively consumers have “_______________________”.
"Learned its message".
26
In Recognition and Recall Measures _________________ are based on aided recall, although recall tests use unaided recall.
Recognition test
27
In Recognition and Recall Measures In __________________, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.
recognition tests
28
In Recognition and Recall Measures * In _____________, the consumer is asked whether he or she has read a specific magazine or watched a specific television show, and if so, can recall any ads or commercials seen, the product advertised, the brand and any salient points about the product.
Recall tests
29
Cognitive Responses to Advertising (3)
* Product/Message Thoughts * Source Oriented Thoughts * Advertisement Execution Thoughts
30
* Product/Message Thoughts * Source Oriented Thoughts * Advertisement Execution Thoughts ARE EXAMPLES OF _____________________________.
Cognitive Responses to Advertising
31
In Attitudinal and Behavioral Measures of Brand Loyalty ____________ is the ultimate desired outcome of consumer learning.
Brand loyalty
32
In Attitudinal and Behavioral Measures of Brand Loyalty _________________ are concerned with consumers’ overall feelings (i.e., evaluation) about the product and the brand, and their purchase intentions.
Attitudinal measures
33
In Attitudinal and Behavioral Measures of Brand Loyalty ____________________ are based on observable responses to promotional stimuli— purchase behavior, rather than attitude toward the product or brand.
Behavioral measures
34
In Attitudinal and Behavioral Measures of Brand Loyalty A basic issue among researchers is whether to define _______________ in terms of consumer behavior or consumer attitudes.
brand loyalty
35
In Attitudinal and Behavioral Measures of Brand Loyalty A basic issue among researchers is whether to define brand loyalty in terms of _________________ or ______________________.
consumer behavior or consumer attitudes.
36